With Halloween now behind us and scary goblins put to rest for another year, it’s time for media companies, advertisers, retailers, and local marketers to set targets on the holiday season.
According to eMarketer’s newly released report, total U.S. retail sales will climb 3.8% to $1.008 trillion, making 2019 the first-ever trillion-dollar holiday season, while U.S. retail eCommerce spending will rise 13.2% to $135.35 billion.
This increase creates tremendous opportunities for media companies to capture the ad dollars advertisers will be investing to reach their audiences by selling them the benefits of highly targeted digital ads in premium environments.
Media sellers should focus on selling digital advertising to support holiday campaigns. Here’s why:
1) Reach holiday shoppers where they are buying.
Boost your sales during this shopping-focused season with digital advertising.
Marketers and advertisers can target a range of audience and behavioral variables from a breadth of data sets to put the right message in front of the right audience at the perfect time. Digital ads can be targeted by demographics, psychographics, and even past ad exposures, enabling sequential messaging online via digital display and video advertising. They can then use geo-targeting or geo-fencing as location-targeting tactics to influence buyers when they are close to a retail conversion.
2) Extend the reach of traditional holiday campaigns or as a digital make-good.
Holiday-focused campaigns capture a majority of traditional advertising spots during the holiday season, but non-holiday focused advertisers still need coverage. Instead of losing the business, these media sellers can offer digital ads as an alternative strategy to get in front of viewers during this peak season.
“OTT advertising is also a way to reach holiday shoppers who are streaming content and may not have cable TV subscriptions. It offers marketers and advertisers the ability to reach shoppers in an uncluttered environment.”
Erin Hagood, Director, Sales & Partner Growth, ZypMedia
3) The clock is ticking, literally.
While it’s never too early to start thinking about the holiday shopping season, now is the critical time to make sure that your clients have a robust advertising and marketing plan that includes display, pre-roll, and OTT advertising as they are looking to capture local consumers.
Holiday advertising is a marathon, not a sprint. Forty percent of consumers kick off their holiday shopping by Halloween. Competition to win an ad space is high, so you need to get started as soon as possible.
4) Be a full-service advertising seller.
Make sure you’re the seller that brings the most to the table to help your clients produce the results that they’re looking for across both traditional and digital outlets.
Advertisers are accustomed to including traditional advertising into their holiday promotion strategies, but may not know the benefits of combining traditional and digital tactics to extend the reach of those campaigns. Media sellers have an excellent opportunity to educate and sell digital tactics on top of existing requests, increasing sales and the effectiveness of the overall campaign success.
The combination of linear TV and OTT extends the reach of the ad campaign and reinforces the brand’s message. According to the Video Advertising Bureau (VAB), advertisers benefit by using a strategy that combines the broad reach of linear TV with ad-supported OTT. The organization found that viewing an ad on both linear TV and OTT leads to a twofold increase in brand favorability lift.
Thirty-six percent of adults between 18 and 34 can be reached via OTT alone or in combination with linear TV, according to the VAB.
Digital traffic and viewership are growing, and this is why people are investing in digital as well as traditional to offer full-service advertising.
For advertisers and media agencies looking to access cutting-edge marketing technology, ZypMedia delivers the full package. We help large media companies with local outlets, like television and radio stations, plan and execute massive holiday advertising campaigns.
ZypMedia offers premium inventory at a large scale, including display, pre-roll, and OTT. We can push campaigns live very quickly — you don’t have to wait days. Our team of digital experts is ready to help you set up and optimize your digital advertising campaign.
You have questions about selling digital advertising this holiday season. We have answers. Learn more about how our digital solutions can support your business growth and drive holiday sales in 2019.